Evolution Wellness’s boutique gym brand FIRE Fitness opens global licensing program

Fire Fitness

Kuala Lumpur, Malaysia – Evolution Wellness, the owner and operator of an Asia-wide network of fitness clubs has announced that it has launched a licensing program for one of its clubs, premium boutique gym FIRE Fitness.

FIRE Fitness was established in Malaysia in 2015 by fitness industry veterans who are also husband and wife, Dave Nuku and Tracy Minnoch-Nuku, and fitness veteran Rich Hutson.

There are currently four FIRE Fitness clubs, or Firestations as they are called, in Malaysia delivering virtual and physical proprietary classes.

Evolution Wellness CEO Simon Flint said that within the licensing program, fitness entrepreneurs will have access to its unique entry-level yet high-quality FIRE-branded HIIT studio, FIRE Revolution, which delivers a CapEx-light concept. 

Meanwhile, at the premium end of the spectrum, investors in a FIRE license will also have the option to open one or more proprietary studio concepts under the same roof, said Flint. 

“For example, our downtown Kuala Lumpur club is a three-studio outlet, delivering [the fitness programs] FORCE, STRIKE, and BARRE at [that] one location,” added Flint.  

According to Flint, licensees will benefit from the expertise and industry know-how of Evolution Wellness, and receive on-going support in the form of marketing materials and workout content among others. 

“The FIRE signature class innovation pipeline is strong, and we are committed to continuing to deliver new fitness experiences to the market, and with the look and feel of the brand being every bit as exciting as the classes delivered on a daily basis, we can’t wait to see how the global fitness market responds to this great opportunity,” said Flint. 

FIRE Fitness’s line of signature programs include proprietary classes BARRE, FORCE, and RIDE as well as STRIDE and STRIKE, and are designed “to deliver engaging and uplifting results-driven fitness experiences in an intimate boutique environment.”

STRIDE combines treadmill running, weight training, and body weight movement, while in a STRIKE program, treadmill work is replaced by boxing moves. 

RIDE Yoga, on the other hand, combines thirty minutes of high-intensity sprints, followed by a power yoga segment which presents participants with the thrill of HIIT cycling and the calmness of yoga.

“FIRE Fitness’s signature programs are time-efficient and geared towards delivering results while transcending various exercise modalities. [About] 80% of signature classes comprise fusion classes which not only challenge the body in new ways but also keep fans motivated with variety,” said the company in a press statement. 

This year, FIRE fitness expanded its classes to include virtual sessions, being able to sign up an audience from Asia and outside countries such as Argentina, Brazil, and Costa Rica. 

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